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DISEÑO DE SERVICIOS PARA LA SERVITIZACIÓN. EXPERIENCIAS CON EMPRESAS MANUFACTURERAS VASCAS A TRAVÉS DE LA COLABORACIÓN UNIVERSIDAD-EMPRESA
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Feb 17, 2016
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Las empresas manufactureras precisan de metodologías prácticas para el diseño de ofertas integradas de producto-servicio. La disciplina del diseño de servicios ha sido sugerida como un habilitador para la servitización. Este artículo valora los resultados de la aplicación del diseño de servicios en seis empresas manufactureras inmersas en procesos de servitización. Los datos recogidos en base a la observación participativa y a entrevistas semiestructuradas infieren que el diseño de servicios permite a las empresas manufactureras superar una visión exclusivamente centrada en producto, y además abordar el diseño integral de la propuesta de valor a través de la experiencia ofertada al cliente. Además, se concluye que el diseño de servicios puede ser aplicado sin que esto suponga una transición hacia los servicios como núcleo de la oferta. No obstante, las empresas indican la necesidad de incorporar al diseño de servicios competencias de negocio cara a contemplar todos los elementos de cambio inherentes a servitización.
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Iriarte, I., Justel, D., Alberdi, A., Val, E., & Gonzalez, I. (2016). DISEÑO DE SERVICIOS PARA LA SERVITIZACIÓN. EXPERIENCIAS CON EMPRESAS MANUFACTURERAS VASCAS A TRAVÉS DE LA COLABORACIÓN UNIVERSIDAD-EMPRESA. UCJC Business and Society Review (formerly Known As Universia Business Review), (49). Recuperado a partir de https://journals.ucjc.edu/ubr/article/view/1685
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Producción, Innovación y Tecnología
Citas
Baines, T. S., Lightfoot, H. W., Benedettini, O., y Kay, J. M. (2009). The servitization of manufacturing: a review of literature and reflection on future challenges. Journal of Manufacturing Technology Management, 20(5), 547-567.
Baines, T. S., y Lightfoot, H. (2013). Made to Serve. How Manufacturers can compete through servitization and product-service systems. Chichester, UK: Wiley.
Beckman, S.L., y Barry, M. (2007). Innovation as a Learning Process: Embedding Design Thinking. California Review Management, 50(1), 25-56.
Benedettini, O., Neely, A., y Swink, M. (2015). Why do servitized firms fail? A risk-based Explanation. International Journal of Operations & Production Management, 35(6), 946 -979.
Bhamra, T., Moultrie, J., y Thurston. P. (2014). Service Design and Manufacturing. En D. Sangiorgi, A. Prendiville, & A. Ricketts. (Eds.). Mapping and developing Service Design Research in the UK. Consultado de http://www.servicedesignresearch.com/uk/wp-content/uploads/2014/06/Mapping-and-Devloping-SDR-in-the-UK.pdf
Bitner, M.J., y Brown, S.W. (2008). The service imperative. Business Horizons, 51(1), 39-48.
Blomkvist, J., Holmlid, S., y Segelström, F. (2010). This Is Service Design Research: Yesterday, Today and Tomorrow. En M. Stickdorn, y J. Schneider (Eds.), This Is Service Design Thinking (pp. 308-315). Amsterdam: BIS Publishers.
Crossan, M. M., Lane, H. W., y White, R. E. (1999). An organizational learning framework: from intuition to institution. Academy of management review, 24(3), 522-537.
DBZ. (2014). Metodología de Innovación Centrada en las Personas. Consultado de http://dbz.mondragon.edu/es/imagenes/metodologia-dbz
Diana, C., Pacenti, E., y Tassi, R. (2009). Visualtiles. Communication tools for (service) design. En First Nordic Conference on Service Design and Service Innovation, ServDes2009, 1-12. Oslo, Norway.
Gebauer, H., Fleisch, E., y Friedli, T. (2005). Overcoming the service paradox in manufacturing companies. European Management Journal, 23(1), 14-26.
Gebauer, H., y Friedli, T. (2005). Behavioral implications of the transition process from products to services. Journal of Business & Industrial Marketing, 20(2), 70-78.
Grönroos, C. (2000). Relationship marketing: interaction, dialogue and value. Revista Europea de Dirección y Economía de la Empresa, 9(3), 13-24.
Hanington, B. (2003). Methods in the Making: A perspective on the State of Human Research in Design. Design Issues, 19(4), 9-18.
Hove, S. E., y Anda, B. (2005). Experiences from conducting semi-structured interviews in empirical software engineering research. En Software Metrics, 2005. 11th IEEE International Symposium. IEEE.
Iriarte, I., Justel, D., Badiola, M., Murguiondo, I., y Beltrán de Nanclares, E. (2015). Diagnosis and New Challenges on Industrial Design. The case of MONDRAGON Corporation Industry Area. DYNA, 90(6), 597-601.
Iriarte, I., Justel, D., Orobengoa, M., Val., E., y Gonzalez, I. (2014). Transforming Basque manufacturing companies through service design. Showing the potential of service thinking. En Service Design and Innovation Conference, ServDes2014, 382-387 Lancaster, UK.
Jorgensen, D. L. (1989). Participant Observation: A Methodology for Human Studies. Thousand Oaks, CA: Sage Publications.
Kamp, B., y Alcalde, H. (2014). Servitization in the Basque Economy. Strategic Change, 23(5-6), 359-374.
Kowalkowski, C. (2010). What does a service-dominant logic really mean for manufacturing firms?. CIRP Journal of Manufacturing Science and Technology, 3(4), 285-292.
Kujala, J., Ahola, T., y Huikuri, S. (2013). Use of services to support the business of a project-based firm. International Journal of Project Management, 31(2), 177-189.
Meier, H., Roy, R., y Seliger, G. (2010). Industrial Product-Service Systems—IPS2. CIRP Annals - Manufacturing Technology, 59(2), 607-627.
Morelli, N. (2006). Developing new product service systems (PSS): methodologies and operational tools. Journal of Cleaner Production, 14(17), 1495-1501.
Neely, A., Benedettini, O., y Visnjic, I. (2011). The servitization of manufacturing: Further evidence. En Proceedings of 18th European operations management association conference, EuOMA 11, 3-6. Cambridge, UK.
Patrício, L., y Fisk, R. P. (2013). Creating New Services. En R. P. Fisk, R. Russell-Bennett, y L. Harris (Eds.), Serving Customers Globally (pp. 185-207). Brisbane: Tilde University Press.
PDR (2013). Service Design & Innovation Knowledge Transfer Project for Wales 2010 – 2013. Project Report. Consultado de http://www.theservicedesignprogramme.org/wp-content/uploads/2014/01/PDR_ProjectReport_ServiceDesignKTC_Web.pdf
Sanders, E. B. N., y Stappers, P. J. (2014). Probes, toolkits and prototypes: Three approaches to making in codesigning. CoDesign, 10(1), 5-14.
Sangiorgi, D., Fogg, H., Johnson, S., Maguire, G., Caron A., y Vijakumar, L. (2012). Think Services. Supporting manufacturing companies in their move toward services. En Service Design and Innovation Conference, ServDes2012, 253-263. Helsinki, Finland.
Santamaría, L., Nieto, M. J., y Miles, I. (2012). Service innovation in manufacturing firms: Evidence from Spain. Technovation, 32(2), 144-155.
Segelström, F. (2013). Stakeholder Engagement for Service Design: How service designers identify and communicate insights. Tesis doctoral. Linköping: Linköping University.
Thurston, P., y Cawood, G. (2011). The Product Advantage from Service Design. Design Management Review, 22(4), 70-75.
Viladàs, X. (2011). Design at your Service. How to Improve your Business with the Help of a Designer. Barcelona: Index Book S.L.
Vladimirova, D. K. (2012). Transformation of traditional manufactures towards servitized organizations. Tesis doctoral. Cranfield, UK: Cranfield University.
Zomerdijk, L. G., y Voss, C. A. (2009), Service Design for Experience-Centric Services, Journal of Service Research, 13(1), 67-82.
Baines, T. S., y Lightfoot, H. (2013). Made to Serve. How Manufacturers can compete through servitization and product-service systems. Chichester, UK: Wiley.
Beckman, S.L., y Barry, M. (2007). Innovation as a Learning Process: Embedding Design Thinking. California Review Management, 50(1), 25-56.
Benedettini, O., Neely, A., y Swink, M. (2015). Why do servitized firms fail? A risk-based Explanation. International Journal of Operations & Production Management, 35(6), 946 -979.
Bhamra, T., Moultrie, J., y Thurston. P. (2014). Service Design and Manufacturing. En D. Sangiorgi, A. Prendiville, & A. Ricketts. (Eds.). Mapping and developing Service Design Research in the UK. Consultado de http://www.servicedesignresearch.com/uk/wp-content/uploads/2014/06/Mapping-and-Devloping-SDR-in-the-UK.pdf
Bitner, M.J., y Brown, S.W. (2008). The service imperative. Business Horizons, 51(1), 39-48.
Blomkvist, J., Holmlid, S., y Segelström, F. (2010). This Is Service Design Research: Yesterday, Today and Tomorrow. En M. Stickdorn, y J. Schneider (Eds.), This Is Service Design Thinking (pp. 308-315). Amsterdam: BIS Publishers.
Crossan, M. M., Lane, H. W., y White, R. E. (1999). An organizational learning framework: from intuition to institution. Academy of management review, 24(3), 522-537.
DBZ. (2014). Metodología de Innovación Centrada en las Personas. Consultado de http://dbz.mondragon.edu/es/imagenes/metodologia-dbz
Diana, C., Pacenti, E., y Tassi, R. (2009). Visualtiles. Communication tools for (service) design. En First Nordic Conference on Service Design and Service Innovation, ServDes2009, 1-12. Oslo, Norway.
Gebauer, H., Fleisch, E., y Friedli, T. (2005). Overcoming the service paradox in manufacturing companies. European Management Journal, 23(1), 14-26.
Gebauer, H., y Friedli, T. (2005). Behavioral implications of the transition process from products to services. Journal of Business & Industrial Marketing, 20(2), 70-78.
Grönroos, C. (2000). Relationship marketing: interaction, dialogue and value. Revista Europea de Dirección y Economía de la Empresa, 9(3), 13-24.
Hanington, B. (2003). Methods in the Making: A perspective on the State of Human Research in Design. Design Issues, 19(4), 9-18.
Hove, S. E., y Anda, B. (2005). Experiences from conducting semi-structured interviews in empirical software engineering research. En Software Metrics, 2005. 11th IEEE International Symposium. IEEE.
Iriarte, I., Justel, D., Badiola, M., Murguiondo, I., y Beltrán de Nanclares, E. (2015). Diagnosis and New Challenges on Industrial Design. The case of MONDRAGON Corporation Industry Area. DYNA, 90(6), 597-601.
Iriarte, I., Justel, D., Orobengoa, M., Val., E., y Gonzalez, I. (2014). Transforming Basque manufacturing companies through service design. Showing the potential of service thinking. En Service Design and Innovation Conference, ServDes2014, 382-387 Lancaster, UK.
Jorgensen, D. L. (1989). Participant Observation: A Methodology for Human Studies. Thousand Oaks, CA: Sage Publications.
Kamp, B., y Alcalde, H. (2014). Servitization in the Basque Economy. Strategic Change, 23(5-6), 359-374.
Kowalkowski, C. (2010). What does a service-dominant logic really mean for manufacturing firms?. CIRP Journal of Manufacturing Science and Technology, 3(4), 285-292.
Kujala, J., Ahola, T., y Huikuri, S. (2013). Use of services to support the business of a project-based firm. International Journal of Project Management, 31(2), 177-189.
Meier, H., Roy, R., y Seliger, G. (2010). Industrial Product-Service Systems—IPS2. CIRP Annals - Manufacturing Technology, 59(2), 607-627.
Morelli, N. (2006). Developing new product service systems (PSS): methodologies and operational tools. Journal of Cleaner Production, 14(17), 1495-1501.
Neely, A., Benedettini, O., y Visnjic, I. (2011). The servitization of manufacturing: Further evidence. En Proceedings of 18th European operations management association conference, EuOMA 11, 3-6. Cambridge, UK.
Patrício, L., y Fisk, R. P. (2013). Creating New Services. En R. P. Fisk, R. Russell-Bennett, y L. Harris (Eds.), Serving Customers Globally (pp. 185-207). Brisbane: Tilde University Press.
PDR (2013). Service Design & Innovation Knowledge Transfer Project for Wales 2010 – 2013. Project Report. Consultado de http://www.theservicedesignprogramme.org/wp-content/uploads/2014/01/PDR_ProjectReport_ServiceDesignKTC_Web.pdf
Sanders, E. B. N., y Stappers, P. J. (2014). Probes, toolkits and prototypes: Three approaches to making in codesigning. CoDesign, 10(1), 5-14.
Sangiorgi, D., Fogg, H., Johnson, S., Maguire, G., Caron A., y Vijakumar, L. (2012). Think Services. Supporting manufacturing companies in their move toward services. En Service Design and Innovation Conference, ServDes2012, 253-263. Helsinki, Finland.
Santamaría, L., Nieto, M. J., y Miles, I. (2012). Service innovation in manufacturing firms: Evidence from Spain. Technovation, 32(2), 144-155.
Segelström, F. (2013). Stakeholder Engagement for Service Design: How service designers identify and communicate insights. Tesis doctoral. Linköping: Linköping University.
Thurston, P., y Cawood, G. (2011). The Product Advantage from Service Design. Design Management Review, 22(4), 70-75.
Viladàs, X. (2011). Design at your Service. How to Improve your Business with the Help of a Designer. Barcelona: Index Book S.L.
Vladimirova, D. K. (2012). Transformation of traditional manufactures towards servitized organizations. Tesis doctoral. Cranfield, UK: Cranfield University.
Zomerdijk, L. G., y Voss, C. A. (2009), Service Design for Experience-Centric Services, Journal of Service Research, 13(1), 67-82.